The MY SISTER brand had naturally changed over the first two years of business, however, it came time to fully develop a brand that was truly “MY SISTER”. Through qualitative and quantitative data gathering and positive results, we found our voice in the market. Then it was time to design a brand that matched. I engaged with a design agency L&L (http://www.landl.us/) in Brooklyn to help bring it to life. One of the biggest challenges was to find an edge without being too over-the-top. Following a series of mood boards and tweaks, we had developed a brand, voice and brand guide we were extremely proud of that could help guide our company with clarity.